3. Table of Content
History & Overview
- Goals & Values
- Vision & Mission
Communication Strategies
- Channels
- Competitor Analysis
New Communication Plan
- Suggestions
- Conclusions
4. History & Overview
- Oxfam is a world-wide development
organization that mobilizes the
power of people against poverty.
- Founded in Oxford in 1942 as an
Oxford Committee for Famine Relief
- After the WWII Oxfam opened
several shops in the area.
- The first oversea Oxfam was founded
in Canada in 1963.
- Today Oxfam has shops in almost
every town in Britain and spread in
94 countries worldwide.
5. 1940
1942.
Started to lobby
the government
1943.
Launched their
first campaign
1948.
First shop was
opened
1959.
Educated the
locals and
classroom
1960.
Newsletter launch
1963.
The Beatles involved
in a campaign
1964.
Handcrafts & cards
sold
1996.
Website launch
2001. E-
commerce
launch
2007.
Social media
presence
1950 1960 1990 2000
V Timeline Oxfam Communication
7. Goals & Values
● People claiming their
right to a better life.
● Advancing gender
justice
● Saving lives, now and
in the future
● Sustainable food
● Fair sharing of natural
resources
● Financing for
development and
universal essential
services
● Right to an identity
● Right to be heard
● Right to a
sustainable
livelihood
● Right to basic social
services
● Right to life and
security
8. Mission
Oxfam's programmes address the
structural causes of poverty and
related injustice and work primarily
through local accountable
organizations, seeking to enhance
their effectiveness. Its mission is to
provide programs to address the
structural causes of poverty and
related injustice.
9. Vision
Just a world without poverty:
a world in which people can
influence decisions that affect
their lives, enjoy their rights,
and assume their
responsibilities as full citizens
of a world in which all human
beings are valued and treated
equally.
10. Communication
Strategies
Non-Profit PR & Communications are
becoming more and more attractive for
organizations who want to communicate
informations and create awareness in an
efficient and impactful way.
Oxfam adopts three tools for its
communication strategy
Media Management
Advocacy & Lobbying
Campaigning
11. Media
Management
Oxfam, one of the biggest NGOs
in UK, has a strong relationship
with the media; the organisation
primarily relies on media
coverage to resolve issue.
The organisation support
national and international media
by its ad hoc media working
groups.
12. Advocacy & Lobbying
“Action that involves trying to influence
and change the policy and practice of
decision makers and to transform public
perceptions, attitudes and behaviour.
This can occur at local, national &
international level.”
Oxfam on Advocacy
Lobbying is the most appropriate
communication tool adopted by
government and policy makers through
writing letters, meeting or lobby
sessions.
13. Campaigning
Oxfam’s campaign are aiming at
overcoming poverty and
suffering. Currently, they are
focused on climate change with
the objective to get a fair deal at
the UN Climate Change
Conference.
Oxfam wants rich countries to
recognise their obligations and
responsibilities for the developing
countries to adapt to the climate
change.
15. Competitor Analysis
Non-profit organisation that
discovers and promotes effective
solutions to global poverty
problems.
It brings together researchers and
decision-makers to design, evaluate
and refine solutions to improve the
lives of the world's poor.
16. IPA
Communication
Strategies
- Create high quality evidence via
Mission & Vision of the
organisation
- Provide better programs and
policies for the poor
- Extensive network of more 575
researchers from among the top
universities in the world
51 countries
Africa, Asia, Northamerica
& Latin America
17. “The power of people against
poverty”
Media
Management
Advocacy
&
Lobbying
Campaigning
“More evidence, less poverty”
Local
Media
Annual
reports
Decision
makers
platform
Key
partnerships
18. New Communication
Plan
We need to reconnect the target
markets with addressed
communication channels &
personalised strategies
Our plan is divided in three steps:
Target
Markets
Online/Offline
Content &
Keywords
Mobile
App
20. Target Audience #1
Youths and young 18-30
- Avid users of social media.
- Passive audience to issues like
poverty and climate change.
- Only vague knowledge about
the organization.
- Interested in the participation
of social events
21. Target Audience #2
Adults 30-50
- Keen interest in current affairs
and social issues.
- Power of acquisition to make
donations.
- Channel of communication:
Newspapers, magazines, Tv,
Radio, Social Media (int).
22. Target Audience #3
Companies, Celebrities
- Keen to give back to society.
- Attend Oxfam events to network
and enhance image.
- Interested in sponsoring the
organisation’s events.
Kristin Davis visits Dadaab refugee
23. Message & Keywords
online/offline
Concerts
Social Media
Festivals
Campaigns
Campaigns
Magazines
Newspapers
Radio
Clubs
Awards
Public relations
Events
Corporate events
Youngsters
Adults
Companies, Celebrities
25. Suggestions & Conclusion
Use digital media to educate internal audiences
on Oxfam’s mission & values
→ Improve website, post fact sheets, Youtube
videos and content. Engage on Mobile app.
Share human interest stories
→ Weekly online articles by employees, online
stories sharing, internal newsletter to show how
members are operating in the spirit of the mission.
Forum to share feedbacks while on assignment.
→ Create a reporting system for suggestions and
concerns, meetings & town halls in local offices.
